Fashion show that revs it all up

KUALA LUMPUR - Mercedes-Benz launched its first business to business (B2B) fashion week in South-East Asia Friday.

The Mercedes-Benz STYLO Asia Fashion Week, created by Mercedes-Benz Malaysia's fashion partner Stylo International, will see an assembly of top designers from 11 Asian countries, fashion retailers and trade buyers on the island of Langkawi and Kuala Lumpur.

The event, themed "Asia for Asia", runs from tomorrow to Dec 4 and is supported by MyCreative Ventures and IM4U, which are new initiatives under the Malaysian Govern­ment and Langkawi's tourism development authority, LADA Eco-Tourism.

"It is unlike any other fashion week in the world. A trade fashion event headlined by Asia especially for Asia," said Datuk Nancy Yeoh, chairman of the Mercedes-Benz Stylo Asia Fashion Week.

"The Western markets have always been of great importance to the fashion business and will continue to be so but the buying power of Asia has impacted the face of fashion in more ways than one."

Mercedes-Benz Malaysia president and CEO Roland Folger said in a press statement: "In Asia, the Mercedes-Benz Fashion Week is present in Tokyo and Beijing and we are certainly very proud to partner Stylo in expanding our reach across South-East Asia with Kuala Lumpur as the regional hub.

"Hosting the grand launch of a fashion week on a beautiful tourism spot like Langkawi island is certainly unique and relevant to Asia and Malaysia at the same time."

With 29 fashion weeks already spread across all continents bearing its name, this will be the 30th fashion week for the German luxury automaker, the most star-studded one being the Mercedes-Benz Fashion Week in New York.

Honorary advisers of the Mercedes-Benz Stylo Asia Fashion Week include Datuk Jimmy Choo and Datuk Seri Farid Redzuan, who is communications adviser to the Prime Minister.

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